Convex advises on Sniffers Pet Care sale to Assisi Pet Care.
Convex advised Sniffers Pet Care, an award-winning supplier of natural dog treats, on its sale to Assisi Pet Care, a leading producer of premium and natural pet foods and treats sold through the pet specialty, grocery and e-commerce channels across the United Kingdom and Europe.
Sniffers Pet Care – https://www.snifferspetcare.co.uk/
Assisi Pet Care – https://assisipetcare.com/
Assisi Pet Care is a leading European pet care platform focused on developing and scaling premium, natural and functional brands. With a growing portfolio of high-quality pet food brands, including Burns and HiLife, and treats brands such as Hollings, Yakers and Pet Munchies, Assisi Pet Care is committed to delivering products that support the health, wellbeing and happiness of pets and their owners. The acquisition of NAW strengthens Assisi Pet Care’s position in the natural treat segment and provides a platform to accelerate the brand’s international expansion and direct-to-consumer ambitions.
Established in 2012 by Simon Brown and headquartered in Halifax, Yorkshire, Sniffers Pet Care is one of the UK’s fastest growing suppliers of natural dog treats, built on over 40 years of pet trade experience. From its facility in Elland, the business produces millions of units annually and goes to market via its brands that include NAW (100% natural, single-ingredient dog treats), Bow Wow, Monster Chocs and Vitapol, serving major supermarkets, wholesale trade and independent stockists across the UK.
NAW — the business’s lead brand and the primary driver of the transaction, is a fast-growing range of single-ingredient, meat-based natural dog treats built on the philosophy of No Animal Wasted. Using 100% natural, air-dried ingredients with no additives, fillers or preservatives, NAW has rapidly taken market share in the premium natural treat category and established a growing direct-to-consumer channel alongside its retail listings.
Sniffers Pet Care chief executive Simon Brown said: “We’re proud of what we’ve built with NAW and excited to join forces with Assisi. Their scale, expertise and shared commitment to natural, high-quality products make them the ideal partner for the next phase of growth. We believe this combination will allow NAW to go further and faster, while staying true to what makes the brand special.”
Assisi Pet Care chief executive Chris Melander added: “We’re incredibly excited to welcome NAW into the Assisi portfolio. It’s a brand with a clear point of view, strong consumer appeal and real momentum. NAW strengthens our position in natural treats, one of the fastest-growing parts of the category, and brings us closer to a new generation of pet owners. We’re looking forward to working with Simon and his team to build on the great foundations they’ve created and unlock the brand’s full potential as part of Assisi.”
The sale of Sniffers Pet Care to Assisi Pet Care reinforces Convex’s pet and animal nutrition credentials, having previously represented other market leaders such as Nutravet, Thoroughbred Remedies Manufacturing and DJL Petfoods Ingredients.
